Outdoor Clothing Brand Management To The Industry At The Revelations
According to industry estimates, up to now, the outdoor industry's market share is still very conservative
. In other words, just the rise in China's "outdoor" Sportswear Have been revealing the own "sun" appearance, so that Clothing Professionals have concerns. As an emerging area of apparel industry, outdoor sportswear in China is a huge market space, silence has been lifted in many people's appetite.
However, the more attractive a huge space has been separated from the present, it seems, "trade" outside eyes. Because, in the current system, "outdoor" in the industry still can not "focal point" - in clothes, sports, Travel ... ... And other industries between the two.
Them, whether it is the famous overseas Brand Or have a modicum of success in the domestic brand, seemed to be another "Drive" on the fast moving, its operation and management of ideas and methods with many Clothing company Very different - to Fabric Enterprises to integrate the core, all links in the chain transfer to the lower reaches.
Core Technology As outdoor sports brand in the function of the special requirements, so those at the front of the high-tech fabrics into the heart of the industry.
To the world's leading high-tech materials, GORE-TEX (R) fabric of the owner of Gore's case. Although it's tentacles have extended to the medical, military, electronics and other fields, but most people are concerned about the performance of outstanding GORE-TEX (R) fabric. Since the 20th century, since the 70's, GORE-TEX (R) fabric unique to wind, water, ventilation, its advantages make them difficult to replace many of the world's top brands of important core outdoor sports. In these Package Including the United States TheNorthFace, Germany Salewa, including outdoor brand Aigle, France, the vast majority have several decades to be GORE-TEX (R) brand as the fulcrum of their most important success.
Brands To high-end technology as the core basis, the top fabric companies (and brands), but also the collective integration of the many outdoor sports international Clothing brand Master.
Chinese companies, according to Gore Textile Marketing Manager Mr. Sun Weidong said that "every year-end, and every brand we carry out thorough discussions with partners Plan , Combined with market forecasts, brand positioning and new technology and other aspects, namely the development of new products for each brand in the coming year Planning , Marketing and development of space. "This body can also be customized for the brand to discuss and coordinate the development between the various brands as possible to avoid the brand among Competition Conflict.
The same time, the company will Organization All co-brand, co-planning the organization of cultural activities promote outdoor sports. This includes association with the Sports Bureau of mountaineering and ski associations, outdoor clubs, outdoor organizations such as the University of the various government agencies, community groups, through games, lectures, adventure experiences, charitable donations and other forms, to promote outdoor sports fashion culture. In establishing its own brand, but also provide for cooperation to promote the image of the brand platform. According to Mr. Sun Weidong introduced into China in Gore's nine years, the permeability of the brand culture of work has not stopped.
Moreover, every use of GORE-TEX (R) fabric for clothing, are authorized by the company's manufacturing enterprises in the production of every aspect of strict quality control to ensure that the reputation of brands.
Distribution channels "With us almost all the outdoor brand of products, are through our authorized distribution channel to sell." Mr. Sun Weidong said, we need to assess all channels of distribution and integration, so also in to some extent avoid counterfeit products entering the market may be.
However, this is only a theory of imagination, "Although we got the greatest efforts to carry out anti-counterfeiting, anti-counterfeiting scheme developed ARP, and join the world's top 500 of the joint action agency, but in China Clothing Market Chaotic business environment under the banner of GORE-TEX (R) brand trademark is still very difficult to remove fake clean. "Mr. Sun Weidong said.
However, many companies view, the proliferation of counterfeit goods in its negative impact, to some extent, also played a positive role - at present, China has not the depth of outdoor clothing and fashion popular today, leave goods can also penetrate the culture and its brand is still not to promote our areas.
End consumers
When each use GORE-TEX (R) fabric authentic outdoor brand by consumers to buy clothing in the hands of would with a customer information card, consumers can fill out this card become a club member Al Gore , to express their views on the products, preferential prices, as well as in many of Gore's organization Train And sharing experience activities. Of course, there is a problem in the product, you can also skip through this card brands, direct contact with the Gore solution, convenient and quick.
Outdoor Clothing Brand Management To The Industry At The Revelations
By: yoyo
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